What’s in a name? A discussion on Starbucks latest campaign.

Marketing Campaigns
Written By Kellee Taylor

A name is more than just a group of letters from which we identify a person. It’s something that significantly separates us from other mammals and we use poetic language to be able to use a name. What’s more significant is the power there is in a name. There’s a value, a weight of poetry that allows one to recognise yourself.

Starbucks (if you haven’t visited one) request a name when you’re ordering your favourite beverage, and when introduced in March 2012 was met with controversy and privacy invasion. The principle was not only as a way of labelling orders for collection but the idea that everyone personalises a Starbucks Coffee their own way. Come on, you’ve must’ve heard that person ahead of you asking for a Double Shot, Blonde Roast Skinny Latte with a caramel shot, right? Your coffee is individual and personal, just like you.

But what if your name, the one you were given, isn’t a name that you identify with? That’s what Starbucks is bringing in their latest campaign.

This Channel 4 Diversity in Advertising Winner 2019, points out that the simplest interaction, formed by one of Starbucks unique selling points, offers one of the most empowering acts to anyone trying out their new name. The advert was named the winner in September 2019 and has since been anticipated by those in the media industry but also the LGBTQ+ community.

The theme for this year’s award derives from the lack of transgender representation within advertising, currently standing at 0.3% versus an estimated 1% of the population. Brands are making headway in this area, as well as other areas of Diversity, yet more needed. The theme was necessary to drive awareness of the imbalance.

Let’s take a look at the advert. It was broadcast in February 2020 on Channel 4 but is also available on YouTube.

Too long to watch, here’s a quick summary:

“It stars James, a young trans person making his way through the distressing process of transition, as he works to detach himself from ‘Jemma.’ While he is introduced as Jemma by his father, receives packages addressed to Jemma, James is desperate to be called by his true name. The spot culminates with the life-changing moment facing some transgender and gender diverse people as they use their new name in public. As he orders a coffee in Starbucks, he asks to have the name James written on a Starbucks cup, which is called out by a barista.”
— The Drum (By Imogen Watson - 04 February 2020)

The advert is incredibly emotive and allows viewers the opportunity to experience, no matter how small, what it’s like for someone transitioning their name. Within the first few minutes, you can witness the agony of James’ day to day life of being reminded of his old identity concluding with relief from a simple gesture offered by Starbucks’ in-store service.

Like many other campaigns, this one was supported with in-store promotions such as Starbucks’ new tail cookie (matching that of the nautical Siren on Starbucks own logo) to support Charity organisation Mermaids with a donation. Mermaids are one of the leading LGBTQ+ charities in the UK, offering support to transgender youth and their families. 

The campaign is further supported with a landing page on Starbucks website called “What’s your name?”, discussing the not only the Brand Values, their mission as well as information about Mermaids charity: but finally includes small anecdotes how customers tried out and discovered their name. Although Starbucks UK twitter page doesn’t regularly tweet, they did retweet and share the campaign news as well as their campaign Hashtag #whatsyourname on their social channels too. Their Instagram channel had more relatable content, probably because of the likely trend to share a photo of your Starbucks drinks online, especially those personalised “off-menu” options. Here are a few examples of user-generated content submitted as part of the campaign:

“[Our Mission is] to inspire and nurture the human spirit; one person, one cup and one neighbourhood at a time.”
— Starbucks

Let’s not deny the obvious though. Although this advert is beautiful, brings a tear to your eye in a feel-good opportunity. It, yet again, does not avoid controversy. With issues in Starbucks’ business processes, although appear perfect on paper don’t live up to the same freedom that is portrayed in their marketing campaign. Meaning, those that are in transition or define themselves as transgender are pointing out that some company policies just aren’t as supportive as the campaign makes out.

Be aware though, this article isn’t a pop at Starbucks, nor is it denying the fundamental flaws in their campaign. It does, however, emulate every single marketing campaign I have personally worked on within my marketing career. 

Ultimately, no matter how perfect your marketing campaign may be, there are always things hidden within company policy that obliterate the overall performance of the said activity. Unfortunately, a lot of failure in marketing campaigns is the filtration of information from head office to staff on the front line and vice versa. 

Therefore, and without being blunt, all companies, no matter how big or small, need to address the in-house basics before they go out to the World with a campaign, otherwise, it will bite them in the ass. It loses its impact, empathy and brand love by simple negligence or oversight.

All this aside, I personally like the advert and campaign. Why? I like how much freedom the protagonist feels when they receive their coffee at the end. The advert helps you to understand how having to be reminded day in and day out of your ‘Given Name’ something you don’t identify with can be traumatic, and that a simple gesture in your daily routine can bring you that empowerment. As a consumer, I feel better about Starbucks for doing their bit for the LGBTQ+ community, including their ‘Mermaid’s’ charity cookies you can buy in-store.

Although I can’t possibly understand how demoralising it can be in James’ situation, I empathise with it. Simply trying my own new name while in Seoul was wonderful, and although nowhere near the same degree, I can understand how important and fulfilling this step can be.

The campaign is a perfect brand love opportunity, especially when Starbucks has been receiving such bad publicity lately. It’s a wonderful feel-good campaign on the surface, just a shame that like most activities of this nature, not all beauty is skin deep.

Kiki 🙂

Kellee Taylor
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